Many PMMs want a strong Competitive Intelligence program but think it costs too much. This keynote will show you how to build an actionable CI function from scratch, even with a tiny budget. We'll set up systematic ways to gather, analyze, and share competitive insights that truly impact product strategy, messaging, and sales. This session helps PMMs turn competitive understanding into a continuous strategic edge. Learn to use public info, build internal networks, and use simple frameworks for analysis and reporting. Discover how to create a lean, impactful CI program that provides ongoing, actionable intelligence, making "doing more with less" a reality. Key learnings: - Design a foundational competitive intelligence framework that prioritizes actionable insights over exhaustive data collection, suitable for limited budgets. - Implement cost-effective strategies for ongoing competitor monitoring and data collection using publicly available resources and internal stakeholder contributions. - Develop efficient processes for analyzing and disseminating competitive insights to product, sales, and leadership teams, ensuring sustained strategic impact.